Problem
Lumen Technologies is a global telecommunications company that offers multiple internet solutions through multiple brands including CenturyLink and Quantum Fiber. Although the personas differ slightly for each of this brands, they are not unique in the complexity of how a customer must purchase their internet solutions. Both brands manage their own purchasing flows with different pain points and conversion issues. In a world where conversion rates are the key KPI, flow revisions and testing need to happen quickly and effectively. Multiple flows that do not leverage the same user feedback and conversion analytics made it difficult to address user problems in a nimble approach.
Solution
Create a master Mass Market purchasing flow that walks a customer through the complicated buying process, leveraging all user feedback, research and conversion analytics across all current purchasing flows. This also created an opportunity to:
Improve existing, cumbersome navigation
Create a more visual experience, requiring less technical reading by the user
Focus on the benefits and incentives of the product and inject some excitement
My Role
Lead UX/UI Designer, Information Architecture, User Research, Interface Design, Prototyping & Testing
Understanding the project
Internet Service Providers (ISPs) have a unique challenge of selling their product, an often difficult task given the complexity of the product itself. Presenting internet speed options, pricing and compliance in a simple, easy-to-understand purchasing flow has been a constant work in progress.
Leveraging one master purchasing flow across all product sets/brands will allow us to address conversion issues and user problems in an agile process.
User Research & Discovery
During the discovery phase of this project, we interviewed customers, completed user testing on current purchasing flows, conducted competitive research and identified conversion drop locations within CenturyLink and Quantum Fiber.
Overview
Final Design
The final product? A universal, Mass Markets purchasing flow that can be utilized across all brands. The experience solution puts the customer first with a clear and easy process, while also allowing us to remain agile in addressing user problems. Conversion rates saw a huge increase across all platforms.
A Closer Look
Choose Your Speed
Creating “speed cards” with graphic visuals and clear messaging allowed the customer to easily compare different products side-by-side. Modals with deeper information about the specific products allowed us to keep the “Choose Your Speed” step clutter free and easily digestible by the customer.
A Closer Look
Help Me Choose
An interactive “Help Me Choose” tool was integrated to guide a customer to the correct product solution. Understanding which speed fulfills a customer’s needs ultimately reduced exit rates, increased customer product confidence and most importantly, improved conversion rates.
A Closer Look
Order Review
I provided a comprehensive, yet customer friendly, review of all order costs as well as the ability to reschedule install appointments.
A Closer Look
Confirmation
Once an order is complete, a confirmation step was added to clarify what to expect post completion. Providing links to support articles covering your service, billing & autopay as well as account management app links to begin setting up your profile.